B2B brands should focus on content marketing efforts to build trust during the crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2020, 6:26 PM UTC

Professional audiences expect trusted brands to provide guidance, information and entertainment during difficult times.

Coronavirus pandemic and the ongoing social justice movement has posed many challenges for B2B organisations. This piece argues businesses should capitalise on the opportunity and leverage content marketing to create a bigger impact on the industry.

Marketers should invest in the audiences and establish values that the brand stands for. Instead of using content to only promoting products and services, B2B businesses should create content that aims at building trust, affinity and loyalty towards the brand.

With most companies closely scrutinising marketing budgets during the crisis, content marketing can prove to be a cost-effective method now. Due to its “non-pushy” nature, B2B content marketing efforts are expected to be received well by the audiences.

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